| 10:45-11:45am |
Attendees may choose to attend one of the five sessions offered during this time.
Track 1
Key Points in Launching a Global Website
As the world becomes smaller and search marketing becomes more complex, the era of "ranking well in Google" is over. This is especially true for companies who are targeting multiple markets or countries. This new opportunity also brings many new complexities to be considered other than standard SEO. This session tackles these key issues critical to successfully developing, optimizing, and launching the Global Websites that would meet those next generation marketing goals, without losing control or your mind.
The session will cover the following topics and will include some case studies:
- Keyword research
- Language & cultural issues
- Geographical issues
- Issues involving different engines and platforms
- Leveraging standardized templates to develop global websites
- Cross-border management issues
- Copy writing for multiple audiences
- Adapting unique market trends and techniques
Track 2
PPC or SEO? The Ultimate Search Marketing Battle
Finally see which search marketing tactic is the most cost effective, PPC or SEO. Watch these two heavyweights battle it out trying to prove who has the bragging rights to the best marketing tactic. Join us for this no-holds barred session where the SEO proponents square off against the PPC evangelists. Look for tons of action in this bout. And since the best battles are actually decided in the web analytics, learn about an industry study examining visitor behavior and conversion data for visitors arriving from paid versus organic links. The data will help further fuel this hotly contested debate. Don't miss this fun, educational and lively session and be part of search marketing history.
Track 3
Eye Tracking Research Update
Eye-tracking provides valuable information about a Website visitor's focus of attention. This information is crucial in improving the design of Web pages and products to enhance the visitor's experience. Effective search engine marketing relies on understanding user interactions with continually evolving search engines. Google's universal search, which now includes media results, is one such evolution. This panel will discuss a neuromarketing study performed by One to One Interactive which analyzed user behavior through physiological, emotional, and qualitative data. Also covered will be the newest information in eye tracking of SERPs and the latest on heatmaps.
Track 4
Enterprise Level SEO
The enterprise level SEO session is designed to meet the specific challenges of large enterprise organizations. Topics for discussion will include SEO tactics specific to large sites (sites with thousands, if not millions of pages), the challenges of educating key stakeholders in the organization including budgeting issues, and implementation hurdles common to large organizations including CMS issues and IT team challenges. This session will also include a proven model of organization for your enterprise level SEO campaign as well as a summary of key metrics that you should be measuring to drive ongoing SEO strategy. If you are the SEO point person for an enterprise level organization with a lot of moving parts, this session is for just of you!
Track 5
Contextual Ads & Ad Sense Clinic
SEW labs is a new format session for SES. Expanding on the popular site clinic approach which featured live web site audits from leading experts it becomes more of a peer-group learning experience.
Each lab session is preceded by a primer session to ready attendees for the main event. The audience will participate with industry experts and search engine representatives in analyzing and auditing attendee web sites. Think "crowd-sourcing consultancy" sessions in a live classroom environment.
Director of Search Engine Watch, Jonathan Allen will mix with the audience during each session and oversee the deconstruction and reconstruction of web sites for optimal performance in SEO, PPC, Video and local search using real time examples.
|
| 12:00-1:00pm |
Attendees may choose to attend one of the five sessions offered during this time.
Track 1
Social Media 101
Social media has become a major piece of the search marketing puzzle and is changing the way we work, communicate and live. Companies are amazed by the influence social media is having and want to understand how to use it effectively. This session is designed to guide you through the complex landscape of social media and how it relates to your brand or web property. You'll learn about the leading sites, the functionality they provide, and best practices for interacting in these virtual places. You'll also come away with some valuable tips on how to effectively leverage your brand, services and products in different social media environments including Facebook, Twitter, LinkedIn, Flickr, MySpace, Digg, and more.
Track 2
Channel Surfing: Measuring Profit and ROI Across Channels
Visitors take interesting paths on the way to your shopping cart, surfing through a variety of ads and search listings before arriving at your site. Which types of ads or combination of ads are the most likely to lead to conversion—your display ads, Facebook ads, branded PPC ads or something else? And which ads result in the highest profit and ROI? Proper attribution models give marketers scientifically valid ways to determine how particular channels had an influence on purchase or conversion. In this session, the panelists will identify various methods for determining attribution and will pinpoint common attribution misconceptions.
Track 3
Duplicate Content & Multiple Site Issues
More and more site owners are concerned that they might get penalized accidentally or overtly because of duplicate content. If you run mirror sites, will search engines ban you? If you have listings that are similar in nature, is that an issue? What happens if you syndicate content through RSS and feeds? Will other sites be considered the "real" site and rob you of a rightful place in the search results? This session looks at the issues and explores solutions.
Track 4
Search Marketing Toolbox
Tools, tools, tools. From small in-house accounts to ones with millions of keywords, it's the new advances in search marketing technology that might just make the difference between success and failure. Are there tools you could be using right now to help double your conversions, lower your costs, or save your team hours of time every week?
This fast-paced session will describe the latest and greatest tools to help you to accomplish your tasks including indexing, competitive analysis, site ranking, bid management, campaign workflow efficiencies, diagnosing and remedying problems, page level information, site level information, on-page optimization and much, much more.
Track 5
Social Media Clinic
Details to follow.
|
| 2:00-3:00pm |
Attendees may choose to attend one of the five sessions offered during this time.
Track 1
Social & the Marketing Mix
In the last year, Social Media has seen a meteoric rise in exposure, insinuating itself into our collective vernacular & psyche through high profile mainstream media attention.
Whether it's a TwitPic of the Hudson River plane crash rescue, Nick Swisher tweeting from the Yankees World Series victory parade, or Burger King's misguided Whopper Sacrifice on Facebook, marketers around the globe have seen beyond the hype and started to really understand its power. If Social Media is the tool, then Social Media Marketing is the discipline. Whether you start the conversation with your audience on Twitter, Facebook, Windows Live or simply set up a blog to start talking, you need to make sure your campaign resonates throughout your entire marketing strategy.
In this session, you'll hear from leading experts who'll help you cut through the hyperbole and create some long lasting, meaningful consumer connections with some useful integrated social media marketing tactics and strategies.
Track 2
Reserved for Late-Breaking Topic.
Track 3
Ads in a Quality Score World
More and more, ranking well in paid search listings is less and less about how much you pay and more about the "quality" of your ad campaign. But what goes into making up your quality score? In this panel, we'll take a closer look at quality factors and give tips on increasing the perceived relevancy of your campaigns.
Track 4
SEO Through Blogs & Feeds
Not yet running a blog? Not syndicating your content through web feeds? Then you're missing out on an important area that can help your overall SEO efforts. Learn more about the unique advantages blogs and feeds offer to search engine optimization.
Track 5
Ad Copy & Continuity Clinic
Does your PPC ad make a promise that your landing page can't keep? Make sure that your ad copy and landing page contents are in alignment with each other to ensure a smooth and profitable visitor experience. This clinic will examine actual ads and landing pages offered up by volunteers from the audience.
|
| 3:15-4:15pm |
Attendees may choose to attend one of the five sessions offered during this time.
Track 1
Reserved for Late-Breaking Topic.
Track 2
Reserved for Late-Breaking Topic.
Track 3
Advanced Keyword Research
How many keywords do you need in your paid search account? What keywords are your customers searching for? How do customers find products after they reach your site? This advanced session will demonstrate how to target the right terms in your paid and organic search marketing, and learn where these keywords should be used.
Track 4
Local Search Update
Details to follow.
Track 5
E-Commerce Site Clinic
This interactive session takes retailers and ecommerce merchants from the audience and examines their websites live to provide feedback about improving them to gain more traffic from search engines and increase online conversion.
|
| 4:45-5:45pm |
Attendees may choose to attend one of the five sessions offered during this time.
Track 1
The Business Value of Social Media
The social media genie is out of the bottle and the world of business will never be the same. Social media and micro-blogging platforms like FaceBook, LinkedIn, and Twitter are transforming your business, your customers, your colleagues, your partners, and everyone linked to them in revolutionary ways. Whether you're a small-business owner or part of a multinational corporation, you need to be listening to what is being said about your products, your services, and your competitors across all social outlets. Companies that choose to ignore social networks are literally doing business at their own peril! Join us for an illuminating discussion as we move past outdated business models, tackle ROI, and unlock the economic potential of social media.
Track 2
Digital Marketing & Sports
Sports is a multi-billion-dollar global industry; from Olympic hockey in Canada to the soccer World Cup final in South Africa, from Formula 1 racing in Monaco to the NFL in Chicago. There's so much that happens in the wide world of sports that keeping track of it and identifying the areas to focus digital marketing dollars on can be a huge challenge. How do individual teams and players connect with their fans? How do they use their social networks to generate engagement and revenue, while at the same time reducing the focus on any areas of negativity? How do sports sites work with leagues, teams and players? What online marketing opportunities are out there in the sports vertical right now, and how can they be applied to your company and/ or vertical? Join this panel of sports digital marketing experts as they walk you through the answers to these questions and more.
Track 3
Advanced Paid Search Tactics
Your campaigns are performing OK. How to take them to the next level? Advanced PPC tactics can actually be more fun than basic ones, because you get to activate both left and right brain power, tapping into your own unique aptitudes as well as your customers' deepest desires. This session will cover campaign expansion techniques, advanced ad testing, advanced auction theory, the proper use of relevant analytics reports, ideas for bid rules and campaign automation including automating the detection of PPC scam campaigns that can divert traffic away from the legitimate brand site and increase campaign costs.
Track 4
Selling Search to the C-Suite
Your CMO still calls and wants to know why your company isn't number one for the most popular, random, non revenue orientated terms you have ever seen or heard about. Your entire day is spent answering questions about search. Search marketers and non-search marketers have traditionally had difficulty communicating in the language of their disciplines, often creating friction and unnecessary conflict. This very interactive session will explore how both disciplines can educate each other and explore such issues as the nominal percentage of marketing spend that is allocated to search.
Track 5
Site Clinic
This interactive session takes volunteers from the audience and examines their websites live to provide general feedback about improving them to gain more traffic from search engines.
|
